Loverly Grey
Custom Podcast Lifestyle CollectionThread Vision designed, developed, and executed a fully custom apparel and lifestyle collection for the Life with Loverly podcast translating personal storytelling, hand-drawn art, and brand values into premium, thoughtfully merchandised products while managing the entire operational process end to end.
Meet the brand
Loverly Grey is a fashion and lifestyle brand founded by influencer and stylist Brittany Sjogren, known for trend-forward yet wearable fashion, community-first storytelling, and a highly engaged audience across Instagram, LTK, YouTube, and her podcast Life with Loverly.
As her podcast continued to grow, Brittany wanted to create a podcast-focused collection that felt elevated, meaningful, and deeply aligned with the Loverly Grey aesthetic—not generic influencer merchandise. The collection needed to reflect her personal style, family values, and emotional connection with her community.
Creating Meaningful Merch, Not Generic Product
Before partnering with Thread Vision, Brittany faced several creative and operational challenges:
- A desire to create a podcast collection that felt distinctly Loverly Grey, not mass-produced merch
- A vision that required professional design, textile expertise, custom dyeing, and cohesive collection planning
- The need to translate hand-drawn artwork, personal scripts, and watercolor concepts into production-ready designs
- Limited bandwidth to manage product creation, fulfillment, and logistics alongside styling, content, and podcast responsibilities
The challenge was to transform deeply personal storytelling into a premium, cohesive product line without adding operational burden.
The Thread Vision Solution
Thread Vision partnered with Loverly Grey as a full-service creative and operational partner, managing every layer of the project from concept to customer delivery.
Product Design & Development
Thread Vision designed and produced a multi-piece custom collection, including:
- Two custom-dyed slub cotton tees featuring hand-drawn floral graphics and refined branding
- Three premium crewnecks, including:
- A logo-printed version
- An embroidered floral sweatshirt using artwork hand-drawn by Brittany’s daughter
- A “Shine On” piece inspired by Brittany’s signature phrase
- A logo-printed version
- Two embroidered hats featuring Brittany’s handwritten “hi” script and “shine on” messaging, with floral side embroidery
- A fully custom watercolor notebook with hand-painted dividers, gold foil accents, and a matching gold spiral
- A coordinating pen set designed for journaling
- A collectible set of six custom coffee mugs, each with unique watercolor, floral, script, and logo designs, packaged in gift-ready watercolor boxes
To deepen brand integration, Thread Vision added QR codes under the mugs and inside the notebooks, linking directly to the Life with Loverly podcast—creating a seamless connection between product and content.
Material & Fabric Selection
Thread Vision conducted a full fabric and material review with Brittany, selecting:
- Slub cotton weights for tees
- Premium fleece for crewnecks
- Structured hat builds
- Paper textures and finishes for stationery
All apparel was custom dyed to match Loverly Grey brand colors, and custom trims, labels, and packaging were developed to ensure a premium unboxing experience.
Operations, Logistics & Support
Thread Vision managed the entire operational ecosystem, including:
- Sourcing, sampling, production, printing, and embroidery
- Packaging, warehousing, and fulfillment
- Shopify and LTK e-commerce support
- Inventory management, customer service, shipping, and returns
- Pricing guidance, budgeting, and promotional calendar planning
This allowed Brittany to remain fully focused on styling, content creation, and podcast engagement.
Immediate Community Validation
The custom-dyed tees and embroidered crewnecks quickly became fan favorites. Personal details—such as her daughter’s artwork, the “Shine On” message, and subtle elevated branding—generated strong engagement and early sell-through, validating the premium, story-driven approach from launch.
IMPACT
- Strong customer excitement and positive sentiment across apparel and lifestyle items
- Deep emotional resonance driven by personal design elements and family involvement
- Elevated brand perception, shifting from influencer merch to lifestyle-led products
- Smooth, stress-free execution, freeing Brittany to focus on her core strengths
- Successful omni-channel performance across Instagram, LTK, and podcast audiences
DIFFERENCE MADE BY THREAD VISION
Thread Vision elevated Loverly Grey’s vision by delivering:
- Full-service creative execution, translating personal artwork and scripts into production-ready designs
- Custom-dyed apparel and premium lifestyle goods exclusive to the collection
- Luxury-grade production through professional sourcing and finishing
- End-to-end operational management, eliminating vendor complexity
- Strategic brand integration, using QR codes to connect physical products with podcast content
Why This Case Study Matters
This case study shows how creator-led brands can turn storytelling into premium lifestyle products without compromising authenticity.
How did Loverly Grey avoid generic influencer merch?
By grounding every design in personal meaning hand-drawn art, family involvement, and signature phrases Thread Vision helped create products that felt intentional, elevated, and uniquely Loverly Grey.
What was Thread Vision’s key contribution?
Thread Vision translated emotional brand storytelling into a fully merchandised, production-ready collection while managing all logistics, allowing the creator to stay focused on content and community.
What validates the success of the collection?
Strong community response, early sell-through, and high engagement across channels confirmed the resonance of premium, story-driven products.
The Ultimate Social Proof
Thread Vision helped turn our dream of creating a merch line into a reality! From the beginning vision, to the creation of custom color dyes and initial designs, all the way up to delivery of the final product to our consumers’ doors, Thread Vision showcased their commitment to our brand the entire way. Whitney’s extensive knowledge of the production process was evident as she led us through the sourcing, design, and creation of our product line. -Nichelle Shearer
Conclusion
The Loverly Grey podcast collection demonstrates what’s possible when authentic storytelling is paired with Thread Vision’s design expertise and operational infrastructure. The result was a cohesive, elevated lifestyle line rooted in family, connection, and creativity—delivered seamlessly while Brittany focused on what she does best: inspiring her community.
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